Deliveroo’s First Abra Delivery

Soul Communications - Deliveroo

A reimagination of Deliveroo’s famed extreme deliveries, the Abra Delivery campaign celebrated Dubai’s rich heritage by blending tradition with modern innovation. Meals were creatively transported via a traditional abra on Dubai Creek, honouring the city’s historical roots while showcasing Deliveroo’s unique delivery methods. In collaboration with the Roads and Transport Authority (RTA), Deliveroo branded the abra and highlighted popular local restaurants, merging nostalgic elements with contemporary culinary flair. The campaign aimed to evoke nostalgia, strengthen brand affinity, and celebrate Dubai’s vibrant tapestry, achieving a remarkable 1.14 million media views.